The roofing industry has been growing continuously these past few years. According to Research and Markets’ 2025 Roofing Market Report, the global market has increased from $304.3 billion in 2024 to $318.4 billion in 2025.
Their forecast reveals that the roofing market is projected to reach $370.41 billion by 2029.
With homebuilding and home buying on an upward trend, there are plenty of opportunities for roofing services owners who know how to promote their businesses.
In this article, we’ll explain the most effective roofing marketing ideas today. We’ll also share some best advertising practices that will help your roofing company get more jobs.
What is roofing marketing and advertising?
Roofing marketing and advertising refer to the services roofers use to promote and market their business in a competitive environment.
The roofing industry consists of numerous contractors for limited business in a highly localized market. Proper roofing advertising and marketing are important to attract new customers and establish a good reputation in the industry.
What are the benefits of roofing marketing campaigns?
You can expect several advantages when you use marketing campaigns for your roofing company. With these strategies, you can:
- Increase your brand’s visibility and improve customer engagement.
- Generate more quality leads and can better qualify those leads.
- Gain more customer referrals that further fuel sales growth.
- Boost sales and revenue by using a more effective way to reach more people and potential customers.
- Stand out from your competition and gain a competitive edge in the market.
- Build trust and loyalty among customers, making them more likely to choose your services.
- Provide useful content and educational materials to potential customers that can help them better understand your services and products.
6 roofing ads and marketing ideas for your roofing company
Make money from bad weather
By targeting your roofing advertising to seasonal and local needs, you can create marketing campaigns in response to weather events and profit from bad weather. All you need to do is know what homeowners or commercial customers in your area need.
Depending on which part of the country where your business is located, your customers might need rain gutters to deal with downpours, or rain barrels to conserve scarce rain.
Customers may be more in need after a severe windstorm damages a lot of roofs in the area, or before a major rain is predicted. These are only a few scenarios where business and marketing activity can correlate with weather.
Use PPC ads to target your marketing both seasonally and locally. PPC ads provide various benefits for small businesses.
Since PPC ads can be made quickly, it’s easy to use them for ongoing or upcoming weather. That’s something you can’t do with billboard or other traditional print advertising methods.
Is rain in the forecast for next week? Quickly put up a PPC ad campaign for 20% off of roof inspections, urging customers to prepare for the storm.
Is a long stretch of dry weather ahead? Remind prospects that now is the perfect time to start any major roofing projects they’ve been putting off.
If you’re not sure how to execute a PPC campaign, contact PPC experts to guide you with this strategy.
Beyond PPC ads, you can also create roofing Google ads. Google’s local targeting allows you to choose specific locations and exclusively show your ads to people in those locations. You won’t waste money on Google ads in regions you can’t offer services in.
If you serve multiple territories across a wide geographic area, you can target different ad campaigns to different locations within those territories. You can even target specific ZIP codes within a city.
PPC ads may need local business listings, but they can help gather local customers all on their own. Besides Google ads, you can also deploy Facebook and Instagram ads to widen your roofing ads’ reach.
Get leads for roofing jobs by making your business stand out
The unique selling proposition (USP) of your roofing company is what differentiates you from your competitors in the marketplace. Your USP could be your:
- Service level
- Industry experience
- Prices
- Reputation
- Employees
- Guarantees
Without a USP, none of these roofing advertising and digital marketing tactics will work. So, how do you determine your USP?
First, look at the competitors in your local area and see how they market and advertise their businesses. What aspects of their roofing company do they emphasize?
For example, in some areas, some roofing companies promote that they’re a family-owned business. Others emphasize how long they’ve been in business while some focus on their low prices.
However, remember that when it comes to your USP, you should think about what matters most to the customer.
For instance, being a family-owned roofing company probably isn’t enough to entice a customer to choose your business over others. You need to find out what’s important to prospective customers in the communities you serve.
To help you identify your USP, consider the following examples for your advertising:
Eco-friendliness
Do you specialize in green roofing that helps customers save money on their energy bills all year long? This is a popular selling point for both residential and commercial customers.
Customer type
Do you target clients with upscale homes that have custom roofing needs? Do you specialize in builders that need roofing for new construction? Maybe your target market is entry-level homeowners or rental property landlords seeking affordable roofs.
Roof type
Do you specialize in a particular kind of roofing jobs, such as clay tile or metal? How about low-slope or steep-slope roofs? Maybe your business is in an area with a lot of historic homes, and you know how to upgrade their roofs to modern standards while still keeping a vintage look.
Guarantees
Do you guarantee your roofs to be leak-proof for X number of years? Do you throw in a free annual inspection? Perhaps you guarantee that the work will be completed by the date stated in the contract.
You might also guarantee the customer a percentage discount off the price for every week the project runs late.
Service
Are you the “white-glove roofing company” whose employees clean up the work area at the end of every day, never disturb the customers, and wear professional uniforms?
Maybe you’re the emergency roofing repair that specializes in immediate response to leaks, storm damage or other emergencies.
Perhaps you’re one of those commercial roofing companies that install roofs for businesses, warehouses, and other large commercial structures?
These roofing advertising ideas should be enough to get you started on thinking about how you can differentiate your roofing business from the rest of the crowd—and your roofing ads from the rest of the online ads.
Share useful information to get more roofing leads
“Content marketing” might sound intimidating. But really, it only means using information (content) to market your roofing business. Content can come in many forms, from a ten-point checklist or a blog post to a YouTube video or a social media post.
Here’s how to make content marketing work for your roofing services company:
1. Think about what your customers need to know
What are the most common questions that customers and prospects ask you? For example, they might want to know more about the following:
- How often does a roof need to be replaced?
- What are the best roofing materials for different structures?
- What is a “green” roof and how can it help save money?
You can probably come up with five or ten questions that you get asked all the time, right off the top of your head.
2. Create some content that answers those questions
Remember that you can answer the same question in several different formats. For instance, you can put a “How to do a quick roof inspection” checklist on your website.
This will explain how to safely do your own roof inspection. You can also record a video on the same topic where you demonstrate all of the steps.
Most consumers these days go online to learn how to patch a roof leak, how to tell if a roof needs replacing, or what type of roofing is best for their home.
If you can answer their questions and even show them how to DIY a little bit, your roofing business will be top of mind. This way, when they’re ready to actually take action, you’ll have already earned their trust.
Take this video from a roofing company for example, which is titled “How to Tell if You Need a Roof Repair”. As of this writing, the video has nearly 200,000+ views on YouTube. That’s 200,000+ potential roofing leads for one independent roofing company in Ohio.
It might be a simple video. But by focusing on a topic homeowners might research about, it can help them get more leads.
Even homeowners who inspect a roof themselves are very unlikely to actually repair it on their own. And if they start, there’s a good chance they’ll need professional help at some point. That’s where your roofing business comes in.
3. Share your content on multiple digital platforms
Promote your content on Facebook, Instagram, YouTube, and more. Spread the news about your roofing company and allow your audience to get familiar with your business.
One important thing to note, though, when sharing your content is to link them to relevant landing pages. Content marketing helps you land roofing jobs if you lead customers in the right direction.
For example, a YouTube video on how to patch a leaky roof should take the viewer back to a landing page about your emergency leak repair services. Don’t take them to a page about your green roofing specialty.
This also works for your website’s blog posts. Take them to relevant landing pages related to your blog’s topic.
Improve your company’s online visibility
To improve your roofing company’s visibility online, employ search engine optimization (SEO) on your website. SEO refers to the practice of improving a website’s visibility and organic ranking on search engine results pages (SERPs).
By ranking higher on search engine results pages, websites have a better chance of attracting potential customers, increasing brand awareness, and achieving business objectives.
As a roofing company, you should focus on a local SEO strategy, such as creating content for local businesses and linking to relevant local blogs and websites.
Most of your customers are found near your primary service area and you don’t want to waste efforts on out-of-town customers you can’t serve.
In addition to your local SEO efforts, you can register your roofing company in business listings or get professional business directory services.
You can also leverage social media posts from Facebook, Twitter, and Instagram to promote your services, create relationships with customers, and share updates.
Manage your reputation offline and online
When it comes to choosing a roofing company, reputation is huge.
After all, no one wants to work with a company that doesn’t meet deadlines, has plenty of customer complaints, does poor work or doesn’t stand behind their product. This is why tapping into your previous customers is so important.
Word-of-mouth is still a major factor in how both residential and commercial customers select a roofing company.
To benefit from positive word-of-mouth, create a referral program and ask your satisfied customers if they’d be willing to refer you to someone they know who might need roofing services.
Give customers plenty of business cards to share, and ask if you can put an advertising sign in their front yard or outside their commercial building. You can even offer a small discount in exchange for this.
Online word-of-mouth is important, too. List your roofing business on relevant review sites, work on getting more Google reviews, and pay attention to the reviews you get.
You may need to do a little prodding to get clients to write online reviews and customer testimonials. But most will be happy to do it if they’re happy with your work. Just remember to always keep up with your online reviews!
Use ad retargeting
Have you ever noticed those ads that seem to “follow” you around the internet? You search for running shoes on Monday and for the rest of the week, you see nothing but ads for running shoes.
This is called ad retargeting. It’s a smart tactic for big-ticket purchases such as roofing services.
Why? Whether you target residential or commercial customers, choosing which roofing service to use is not a fast decision. Your customers probably do a lot of online research before making their selection.
Retargeting takes advantage of that process by using information gathered from prospects’ previous online behavior to serve up relevant ads.
For instance, someone who has been looking up how to choose roofing materials or how much the average new roof costs could see your ads even when they’re not actively searching for roofing information.
You can use retargeting with Google ads, Facebook ads, and more. As prospects see your retargeted ads over and over, it builds awareness of your roofing business. They would think that if your ads are showing up all the time, your business must be successful and popular.
Ad retargeting is an amazing way for your roofing business to make a big splash on a small budget.
How to create an effective roofing advertising and marketing plan
Define your goals
Set specific, measurable objectives for the success of your roofing advertising and marketing plan. Think about whether you want to increase website visitors, generate more leads, or drive more conversions.
Research your market
Gather data on potential and current customers to understand their needs and preferences. You can read online reviews or ask them to rate your business.
Consider roofing industry reports, search engine analytics, and surveys. It’s also a good idea to scope out your direct competitors and study what works well for them.
Select your channels
Choose the best media to reach your target audience, such as radio, print, television, or digital. Depending on your marketing budget, you can deploy both print advertising and digital advertising. Tailor your message to align with the channel and audience.
Develop your message
Craft a compelling message that resonates with your target audience and highlights your competitive advantages. If your roofing company specializes on fast and professional emergency work, center your advertisement’s messaging on that.
Create your content
Develop consistent content that promotes your brand and encourages engagement. Consider using video, blog posts, images, email campaigns, and social media. You can post roofing image content with witty and relatable captions or make informative roofing posts.
Track and adapt
Monitor your marketing plan’s performance using analytics, and modify it as needed based on changes in the market or customer preferences. If you feel like some of your marketing tactics or roofing ads aren’t working, don’t hesitate to improve them for better results.
Measure your results
Establish key performance indicators (KPIs) to track your marketing plan’s success. These can include the following:
- Return on investment (ROI)
- Website visits
- Customer feedback
Use this data to refine your roofing marketing plan.
Step up your roofer marketing and advertising game
When done right, your roofing marketing and advertising efforts can open countless opportunities. Use PPC ads as you make the most of bad weather or establish your unique selling propositions.
You can also leverage content marketing to add value to your customers. Lastly, use ad retargeting to offer consumers relevant ads, which helps build brand awareness.
Partner with Network Solutions for your advertising and marketing needs. We offer expert PPC advertising services to help you attract more visitors to your site. Plus, we provide other professional digital marketing services to broaden your reach.
Grow your roofing company with Network Solutions today!
